Caylee Zeng

Marketing for Grand Seiko and Seiko

Marketing Strategy - Develop Marketing & Branding plans for various product lines in specific market segments - Plan and manage A&P budget to execute marketing campaigns to achieve maximum ROI - Plan marketing and branding strategies to execute a wide spectrum of activities: o Online marketing (eDM, Social Media, Website Updates etc) o ATL marketing (Radio, Banners, Outdoor, TV, Magazine, Newspaper Ads) o BTL marketing (Events, Road shows, Mobile Advertising, Referral Program, Direct Mailers, Marketing Collaterals, Posters etc) o PR and branding (Key messaging strategies, editorials etc) o CRM (Customer Loyalty programs, Database marketing etc) o Others (Product Launch, Event/Music Sponsorship Events etc) - Work closely with internal stakeholders such as the Go-to-Market Unit, Events Team, Product Marketing Team, Sales Team to develop integrated marketing strategies - Acquire and establish strong ties with strategic alliances - Work with media and advertising agencies to implement promotions / creative campaigns - Work with creative agencies, printers, premium vendors, to produce impactful & creative campaigns - Measure effectiveness of campaigns, provide performance reporting and recommendations Events Management - Manage events from start-to-end which includes planning, conceptualisation and execution - Manage and organize various events such as the yearly ZoukOut music festival, music sponsorships, road shows, Red Rewards Program and Red Privi Program, etc. - Conduct market intelligence analysis / consumer behavior - Conduct market research to obtain data relating to customer satisfaction, buying reasons, brand positioning and media consumption patterns.

- Conceptualise and execute marketing campaigns and strategies for all brands - Analyse and monitor effectiveness of marketing campaigns, events and promotion activities - Manage A&P and ROI of assigned brands - Manage daily customer feedback, monitor and work with brands to resolve issues. - Conceptualise and execute marketing materials and executing advertisements - Develop and launch Suki Group’s first customer loyalty, membership card program - Work under tight deadlines and manage external suppliers to ensure IT support and timely delivery of cards and Point of Sales materials - Develop and manage a Marketing plan competition with Tertiary Students - Handled the launch of new restaurants, from restaurant signage to menus, restaurant branding, advertising and promotion activities prior to the launch

- Ensure the smooth and efficient operation of concessions under my care by conducting daily ground checks. - Facilitate renovation and operational matters between tenants and other relevant divisions in CAAS - Conduct monthly price surveys at comparable downtown outlets to ensure concessions uphold the Changi Airport price guarantee - Provide sales analysis reports and graphs on a regular basis to the Management - Provide recommendations to management on various strategies to assist and improve poor performing outlets - Quality Service Management for all concession frontline staff in Changi Airport - Monitor daily feedback to highlight customer service related problems to the management and work with the concession operators to resolve them. - Implemented useful passenger suggestions - Facilitate various training programmes - Develop and manage reward programmes to motivate frontline staff to provide exceptional customer service - Organise and plan for an airport-wide Quality Service event to launch Changi Airport’s new service initiative - Ensure the smooth opening of Changi Airport Terminal 3 - Develop Changi Airport’s new service initiative - Design and develop acronyms, logos and collaterals